We've seen lots of reports over the years. Most of them are designed to be easy to create and repeatable. The goal for the agency is always to make things quicker and more process driven. These goals are great at improving consistency and driving profits for the agency. Put simply--they're easier. But that doesn't necessarily make them better.
"Higher Adwords CTR and Higher Quality Score = Lower CPC & Better Positions"
That was actually the last sentence I wrote for a possible new client we've been courting, while trying to sum up the idea of why someone would even hire us in the first place. Actually it went like this...
Why better? Very simple. Better targeting = higher CTR. Better landing pages = higher Quality Score. Higher CTR and higher Quality score = lower CPC & better positions. All of that = way more clicks for less money!
I'm sure we would have more clients if we just said yes to everyone--but that's just not me! Instead part of any new client relationship for me means really spending some time to understand if Adwords even could be a viable traffic source--given some basic assumptions--including that you can't win every baseball game by always hitting home runs. Or said another way, if everything has to go perfectly--well...it likely won't.
We took over an Adwords account for a legal services company on 10.1.16. Client previously had no GA goal tracking set up, so first up--we set up three goals: 1.) Form fill, 2.) Phone call, 3.) Interact with live chat. Side note: Client was not using live chat before we signed them up, but we really drive hard that our PPC clients get into it. We always get good lead volume from chat. They also weren't using any call tracking and we fixed that right away as well!
SMS marketing isn't a new thing for us at CYS. A few years ago we started talking about this idea to "meet your clients where they're at". And the idea lead to significant changes in the way we advocated for websites to be set up and correspondingly, how we were setting up and measuring goals in Google Analytics. Meeting your clients where they're at in practice meant offering to communicate with them on their terms--when, where and how they wanted to talk.